Most Loyalty schemes don't work properly. A well-known motoring organisation, various well known insurance organisations and well-known energy companies have all decided it would be worth a punt to fleece me at renewal time. I understand the selling model, get 'em, don't annoy 'em and quietly increase their charges.

You'd think the loyalty shopper schemes would be on to this in some way, but I can't help thinking that if inertia sellers are calculated in their actions to extract cash from time-poor people, the loyalty card schemes struggle with their different model.

Like about half of the UK shopping population, I've somehow joined M&S Sparks, although I must admit don't keep the card in my wallet. I hardly ever look at it, although this weekend there's supposed to be a special big discount, which I idly clicked through to browse. And yes, I thought it was funnier to adjust the aspect ratio slightly on this picture.Well, aside from the unexplained * on the offer (which didn't appear anywhere in the small print on the rest of the page), the clickthrough took me to 'the offer'.

Guess what? It was for discount on ice cream, or hand cooked crisps. The phrase 'Epic Fail' sparks in my mind.I assume the brief is to stop anyone from ever using these cards for anything. Although I must admit that I do use that Stocard app to keep track of various membership and related cards that don't automatically turn up in Wallet.

It's also handy for saving things things like copies of driving licences and some of those hotel schemes.

Not forgetting to also save a copy of passport and driving license information into Evernote.

Update: M&S just sent me another message to say they were hasty pressing send and the bonus mow ends midnight Monday! It still clicks through to the ice cream offer though.